PHOENIX — In February of 2022, Snoop Dogg, dressed in a lavish purple jumpsuit and a gold chain hung around his neck, entertained the world atop a makeshift stage during the halftime show of the Super Bowl.
Two years later, he has his own bowl.
The 52-year-old, 17-time Grammy Award-winning hip-hop star is the new title sponsor of the Arizona Bowl. And his beverage line with Dr. Dre, Gin & Juice, is its new presenting sponsor — a groundbreaking and historic college football bowl pairing.
The game’s full name is a unique combination of words: Snoop Dogg Arizona Bowl presented by Gin & Juice by Dre and Snoop.
Previously sponsored by Barstool, the Arizona Bowl is again pushing boundaries as the first bowl to partner with an alcohol brand. Introduced earlier this year, Gin & Juice, a gin-based canned cocktail, is the first product from Dr. Dre and Snoop’s new premium spirits company. It celebrates the 30th anniversary of Snoop’s classic debut album, “Doggystyle,” produced by Dre, and is named for Snoop’s Grammy-nominated 1994 classic “Gin & Juice.”
“We are a little different from all the other bowls. We’re not afraid to take risks and do things outside of the box,” said Kym Adair, the executive director of the Arizona Bowl. “An alcohol brand has always been off the table for us until recently. Everybody in the stadium is drinking a beer or cocktail. It’s time for the industry to evolve.”
The Snoop Dogg Arizona Bowl kicks off at 2:30 p.m. MT on Dec. 28 and is expected to be televised on a network with wide linear distribution, though that deal is not yet finalized. The game, a 501(c)(3) that donates all revenues to charity, is one of few not either owned or televised on ESPN, something that gives it the flexibility to expand beyond traditional bowl thinking, Adair said.
One of the game’s consulting partners, Playfly Sports, arranged the marriage between the bowl and Snoop Dogg, an avid football fan whose Los Angeles-based Snoop Youth Football League (SYFL) has provided opportunities for more than 60,000 inner-city children over its 18-year existence.
“I’ve sent many players through my SYFL to colleges and the NFL so it’s only fitting that I bring the ‘juice’ back to college football,” Snoop Dogg said in a statement to Yahoo Sports. “With Gin & Juice By Dre and Snoop, we’re going to make the Arizona Bowl into a game day experience like never before.”
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Snoop Dogg is expected to contribute to the in-game broadcast, will participate in bowl activities leading up to the game and will be featured in a musical component. There are plans for a “Snooper Bowl,” where the artist plans to bring the top California and Arizona youth teams together for a battle the week of the game. “Plus,” Snoop added, “we have some surprises coming this year, ya dig.”
Fans should expect to see a halftime…
Read More: Snoop Dogg to sponsor Arizona Bowl with Gin & Juice brand 2024-05-06 15:59:12